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Nigeria Audience Measurement
Nigeria Audience Measurement Survey – Radio & TV
Overview
– Survey Design
– Broadcast Media
– What kinds of programs do Nigerians want to listen to or watch
on TV
Are there demographic differences
– When do Nigerians listen and watch
Are there demographic differences in share
– Mobile Phone and Internet Access in Africa (2012)
3
Nigeria Survey
Nationally representative sample* of 3,000 Nigerians aged 15 and
older.
Conducted between 02 March and 07 April 2012
Questionnaire translated and interviews conducted in English, Pidgin,
Hausa, Igbo, & Yoruba
Random selection of households using random route procedure
Random selection of respondent (15 +) using Kish Grid
100 interviewers from all across Nigeria
Supervisors accompanied interviewer on 646 interviews and re-
contacted 762 respondents
The overall response rate was 82%.
* A small part of Kano was not included in the survey because of security concerns, represents < 0.025%
of population
4
Broadcast Media Remain the Paramount News Source
Where Do Nigerians Get Their News?
6%
8%
13%
26%
53%
54%
60%
0% 20% 40% 60% 80% 100%
S/N
Newspapers
Internet
SMS
TV
Friends
Radio
All
Base: All respondents (n=3,000). Percentage using each platform to follow news daily or almost daily.
6
Radio and TV Reach – Last 7 Days
87% 89% 87%
73%
65%
76%
0%
20%
40%
60%
80%
100%
Nigeria Hausa Spoken Mostly atHome
Other Language SpokenMostly a Home
Weekly Radio Weekly TV
7
What Do Nigerians Want to Listen to or Watch?
8
84% 81%
68%
53%
46% 45% 43% 43% 42%
34% 33% 33% 28%
0%
20%
40%
60%
80%
100%
Health& health
care
Religion Education Humanrights
Politicalnews
inNigeria
Culture,cinema,
literature
Environ-mentalissues
Sports Businessnews& the
economy
Weatherreports
&forecasts
Int'lpolitics
Science,technology,
& IT
Travelnews
& travelreports
Topics of Interest: % "Very Interested"
46%
78%
49%
40%
50%
34%
40%
74%
37%
84%
48% 48%
56%
35%
87%
29%
18%
29%
16% 20%
56%
25%
85%
39% 43%
47%
0%
20%
40%
60%
80%
100%
Sports Religion Businessnews& the
economy
Science,technology
& IT
Environmentissues
Travelnews
& travelreports
Weatherreports &forecasts
Education Int'lpolitics
Health& health
care
Culture,cinema,
literature
Politicalnews
inNigeria
Humanrights
Non-Hausa Mostly Spoken at Home Hausa Mostly Spoken at Home
What Do Nigerians Want to Listen to or Watch?
9
Listened to Radio Yesterday
0%
20%
40%
60%
80%
100%
04
.00
-04
.29
AM
04
.30
-04
.59
AM
05
.00
-05
.29
AM
05
.30
-05
.59
AM
06
.00
-06
.29
AM
06
.30
-06
.59
AM
07
.00
-07
.29
AM
07
.30
-07
.59
AM
08
.00
-08
.29
AM
08
.30
-08
.59
AM
09
.00
-09
.29
AM
09
.30
-09
.59
AM
10
.00
-10
.29
AM
10
.30
-10
.59
AM
11.0
0-1
1.2
9 A
M
11.3
0 -
11.5
9 A
M
12
.00
-12
.29
PM
12
.30
-12
.59
PM
1.0
0-1
.29
PM
1.3
0-1
.59
AM
2.0
0-2
.29
PM
2.3
0-2
.59
PM
3.0
0-3
.29
PM
3.3
0-3
.59
PM
4.0
0-4
.29
PM
4.3
0-4
.59
PM
5.0
0-5
.29
PM
5.3
0-5
.59
PM
6.0
0-6
.29
PM
6.3
0-6
.59
PM
7.0
0-7
.29
PM
7.3
0-7
.59
PM
8.0
0-8
.29
PM
8.3
0-8
.59
PM
9.0
0-9
.29
PM
9.3
0-9
.59
PM
10
.00
-10
.29
PM
10
.30
-10
.59
PM
11.0
0-1
1.2
9 P
M
11.3
0-1
1.5
9 P
M
12
.00
-12
.29
AM
12
.30
-12
.59
AM
01.0
0-0
3.5
9 A
M
Q: “At which times did you listen to the radio yesterday?” Asked of respondents who say they listened to the radio
the previous day
10
Listened to Radio Yesterday: by Gender
0%
20%
40%
60%
80%
100%
04
.00
-04
.29
AM
04
.30
-04
.59
AM
05
.00
-05
.29
AM
05
.30
-05
.59
AM
06
.00
-06
.29
AM
06
.30
-06
.59
AM
07
.00
-07
.29
AM
07
.30
-07
.59
AM
08
.00
-08
.29
AM
08
.30
-08
.59
AM
09
.00
-09
.29
AM
09
.30
-09
.59
AM
10
.00
-10
.29
AM
10
.30
-10
.59
AM
11.0
0-1
1.2
9 A
M
11.3
0 -
11.5
9 A
M
12
.00
-12
.29
PM
12
.30
-12
.59
PM
1.0
0-1
.29
PM
1.3
0-1
.59
AM
2.0
0-2
.29
PM
2.3
0-2
.59
PM
3.0
0-3
.29
PM
3.3
0-3
.59
PM
4.0
0-4
.29
PM
4.3
0-4
.59
PM
5.0
0-5
.29
PM
5.3
0-5
.59
PM
6.0
0-6
.29
PM
6.3
0-6
.59
PM
7.0
0-7
.29
PM
7.3
0-7
.59
PM
8.0
0-8
.29
PM
8.3
0-8
.59
PM
9.0
0-9
.29
PM
9.3
0-9
.59
PM
10
.00
-10
.29
PM
10
.30
-10
.59
PM
11.0
0-1
1.2
9 P
M
11.3
0-1
1.5
9 P
M
12
.00
-12
.29
AM
12
.30
-12
.59
AM
01.0
0-0
3.5
9 A
M
Male Female
11
Listened to Radio Yesterday: North - South
0%
20%
40%
60%
80%
100%
04
.00
-04
.29
AM
04
.30
-04
.59
AM
05
.00
-05
.29
AM
05
.30
-05
.59
AM
06
.00
-06
.29
AM
06
.30
-06
.59
AM
07
.00
-07
.29
AM
07
.30
-07
.59
AM
08
.00
-08
.29
AM
08
.30
-08
.59
AM
09
.00
-09
.29
AM
09
.30
-09
.59
AM
10
.00
-10
.29
AM
10
.30
-10
.59
AM
11.0
0-1
1.2
9 A
M
11.3
0 -
11.5
9 A
M
12
.00
-12
.29
PM
12
.30
-12
.59
PM
1.0
0-1
.29
PM
1.3
0-1
.59
AM
2.0
0-2
.29
PM
2.3
0-2
.59
PM
3.0
0-3
.29
PM
3.3
0-3
.59
PM
4.0
0-4
.29
PM
4.3
0-4
.59
PM
5.0
0-5
.29
PM
5.3
0-5
.59
PM
6.0
0-6
.29
PM
6.3
0-6
.59
PM
7.0
0-7
.29
PM
7.3
0-7
.59
PM
8.0
0-8
.29
PM
8.3
0-8
.59
PM
9.0
0-9
.29
PM
9.3
0-9
.59
PM
10
.00
-10
.29
PM
10
.30
-10
.59
PM
11.0
0-1
1.2
9 P
M
11.3
0-1
1.5
9 P
M
12
.00
-12
.29
AM
12
.30
-12
.59
AM
01.0
0-0
3.5
9 A
M
North South
12
Listen to Radio Yesterday: by Subjective Household Income
0%
20%
40%
60%
80%
100%
04
.30
-04
.59
AM
05
.00
-05
.29
AM
05
.30
-05
.59
AM
06
.00
-06
.29
AM
06
.30
-06
.59
AM
07
.00
-07
.29
AM
07
.30
-07
.59
AM
08
.00
-08
.29
AM
08
.30
-08
.59
AM
09
.00
-09
.29
AM
09
.30
-09
.59
AM
10
.00
-10
.29
AM
10
.30
-10
.59
AM
11.0
0-1
1.2
9 A
M
11.3
0 -
11.5
9 A
M
12
.00
-12
.29
PM
12
.30
-12
.59
PM
1.0
0-1
.29
PM
1.3
0-1
.59
AM
2.0
0-2
.29
PM
2.3
0-2
.59
PM
3.0
0-3
.29
PM
3.3
0-3
.59
PM
4.0
0-4
.29
PM
4.3
0-4
.59
PM
5.0
0-5
.29
PM
5.3
0-5
.59
PM
6.0
0-6
.29
PM
6.3
0-6
.59
PM
7.0
0-7
.29
PM
7.3
0-7
.59
PM
8.0
0-8
.29
PM
8.3
0-8
.59
PM
9.0
0-9
.29
PM
9.3
0-9
.59
PM
10
.00
-10
.29
PM
10
.30
-10
.59
PM
11.0
0-1
1.2
9 P
M
11.3
0-1
1.5
9 P
M
12
.00
-12
.29
AM
12
.30
-12
.59
AM
01.
00
-03
.59
AM
We don’t have enough money, even for food
We can buy food, but not buy clothes
We can buy food and clothes, but not household appliances like a refrigerator or washing machine
We can buy household appliances, but not a new car
We can buy a new car, but not a house
We can buy a house or anything we need
13
Watched TV Yesterday
0%
20%
40%
60%
80%
100%
04
.30
-04
.59
AM
05
.00
-05
.29
AM
05
.30
-05
.59
AM
06
.00
-06
.29
AM
06
.30
-06
.59
AM
07
.00
-07
.29
AM
07
.30
-07
.59
AM
08
.00
-08
.29
AM
08
.30
-08
.59
AM
09
.00
-09
.29
AM
09
.30
-09
.59
AM
10
.00
-10
.29
AM
10
.30
-10
.59
AM
11.0
0-1
1.2
9 A
M
11.3
0 -
11.
59
AM
12
.00
-12
.29
PM
12
.30
-12
.59
PM
1.0
0-1
.29
PM
1.3
0-1
.59
PM
2.0
0-2
.29
PM
2.3
0-2
.59
PM
3.0
0-3
.29
PM
3.3
0-3
.59
PM
4.0
0-4
.29
PM
4.3
0-4
.59
PM
5.0
0-5
.29
PM
5.3
0-5
.59
PM
6.0
0-6
.29
PM
6.3
0-6
.59
PM
7.0
0-7
.29
PM
7.3
0-7
.59
PM
8.0
0-8
.29
PM
8.3
0-8
.59
PM
9.0
0-9
.29
PM
9.3
0-9
.59
PM
10
.00
-10
.29
PM
10
.30
-10
.59
PM
11.0
0-1
1.2
9 P
M
11.3
0-1
1.5
9 P
M
12
.00
-12
.29
AM
12
.30
-12
.59
AM
01.
00
-03
.59
AM
Q: “At which times did you watch television yesterday?” Asked of respondents who say they watched television the previous day
14
15
Watched TV Yesterday: by Age Group
0%
20%
40%
60%
80%
100%
04
.30
-04
.59
AM
05
.00
-05
.29
AM
05
.30
-05
.59
AM
06
.00
-06
.29
AM
06
.30
-06
.59
AM
07
.00
-07
.29
AM
07
.30
-07
.59
AM
08
.00
-08
.29
AM
08
.30
-08
.59
AM
09
.00
-09
.29
AM
09
.30
-09
.59
AM
10
.00
-10
.29
AM
10
.30
-10
.59
AM
11.0
0-1
1.2
9 A
M
11.3
0 -
11.5
9 A
M
12
.00
-12
.29
PM
12
.30
-12
.59
PM
1.0
0-1
.29
PM
1.3
0-1
.59
PM
2.0
0-2
.29
PM
2.3
0-2
.59
PM
3.0
0-3
.29
PM
3.3
0-3
.59
PM
4.0
0-4
.29
PM
4.3
0-4
.59
PM
5.0
0-5
.29
PM
5.3
0-5
.59
PM
6.0
0-6
.29
PM
6.3
0-6
.59
PM
7.0
0-7
.29
PM
7.3
0-7
.59
PM
8.0
0-8
.29
PM
8.3
0-8
.59
PM
9.0
0-9
.29
PM
9.3
0-9
.59
PM
10
.00
-10
.29
PM
10
.30
-10
.59
PM
11.0
0-1
1.2
9 P
M
11.3
0-1
1.5
9 P
M
12
.00
-12
.29
AM
12
.30
-12
.59
AM
01.
00
-03
.59
AM
15 - 21 22 - 29 30 - 44 45 - 59 60 +
Mobile Phones in Sub-Saharan Africa – 2012 Gallup World Poll (to date)
16
75% 75% 76% 74%
67% 65%
63% 61%
55% 54% 54%
43% 43%
67% 66% 65% 62%
56% 55% 51% 50%
43% 44% 42%
34% 33%
71% 71% 71% 68%
61% 60% 57% 56%
49% 49% 48%
38% 38%
0%
20%
40%
60%
80%
100%
Upper Bound Lower Bound Have Mobile Phone
Accessed Internet Last 30 Days in Sub-Saharan Africa – 2012 Gallup World Poll (to date)
17
35% 32%
29% 29% 27% 25% 23%
15% 13% 14% 13%
7% 5%
25% 22% 21% 20% 19% 17% 15%
9% 9% 8% 8%
3% 2%
30% 27%
25% 25% 23% 21% 19%
12% 11% 11% 10%
5% 4% 0%
20%
40%
60%
80%
100%
Upper Bound Lower Bound Accessed Internet in Last 30 Days
Have Mobile Phone and Accessed Internet in Sub-Saharan Africa – 2012 Gallup World Poll (to date)
18
33% 29%
27% 27% 26% 24%
19%
13% 12% 12% 10% 6% 4%
23% 19% 18% 19% 17% 16%
12%
8% 8% 7% 6%
3% 2%
28% 24% 23% 23% 22% 20%
15%
10% 10% 10% 8%
5% 3%
0%
20%
40%
60%
80%
100%
Upper Bound Lower Bound Have Mobile & Accessed Internet
“Digital Nigeria” Comes of Age Findings from the 2012 BBG/Gallup National Survey of Nigeria
Main Findings
Massive growth in “connectedness” in past few years
Former media gap between Hausa and others has narrowed; increase in
Hausa phone ownership accounts for growth in mobile
Internet use strong across the board at 20% weekly; but varies sharply by
demographic
Growth of Internet largely due to take-up of mobile Web; a shift from café-
centered Internet culture
More than 50% in all demographic groups own mobile, except least educated
(even among them, 30% have mobiles)
Mobiles widely used for non-voice activities, esp. SMS, web, social networking
News sharing by SMS, social networking, email very important
But broadcast media still dominate for news
20
Internet and Mobile Growth
Mobile and Internet Growth in Nigeria
22
52%
62%
73%
3% 6%
20%
0%
20%
40%
60%
80%
100%
2009 2010 2012
Mobile Ownership
Past Week Internet Use
Mobile Growth: Hausa vs. Others
23
69%
78% 76%
34%
44%
67%
0%
20%
40%
60%
80%
100%
2009 2010 2012
Others
Hausa Speakers
Internet Growth: Hausa vs. Others
24
6% 9%
23%
1% 2%
15%
0%
20%
40%
60%
80%
100%
2009 2010 2012
Others
Hausa Speakers
Percentages using Internet at least weekly, by year. 2009 n=3,011; 2010 n=3,000; 2012 n=3,000
Aspects of Internet Use
Past Week Internet Use, by Demo
20% 23%
18%
38%
7% 7%
0%
20%
40%
60%
80%
100%
All Male Female Big City Town Rural
Percentages using Internet at least weekly in each group
Gender Where lived in Nigeria
26
Past Week Internet Use (continued)
27% 26%
11%
0% 4%
20%
56%
15%
23%
0%
20%
40%
60%
80%
100%
15-24 25-34 35+ None Primary Secondary Post-secondary
Hausa Other
Percentages using Internet at least weekly in each group
Age Education Language
27
Internet-Based Activities
36%
41%
52%
65%
76%
79%
80%
0% 20% 40% 60% 80% 100%
Download/ view video
Listen to audio
Read blog
Post comments
Update S/N profile
Follow news
Base: Past week Internet users (n=613); figures show percentage of Internet users performing each activity in past week
28
Where Is the Internet Used?
7%
2%
22%
24%
44%
37%
40%
72%
75%
84%
0% 20% 40% 60% 80% 100%
Work
School
Café
Mobile*
Home
Use at all
Use most
Base: Past week Internet users (n=613). *Mobile defined as using Internet via mobile device at various locations
29
How Is Internet Accessed at Home?
12%
15%
91%
0% 20% 40% 60% 80% 100%
Dial-up
Broadband/Cable
Mobile
Base: Past week Internet users who use Internet at home (n=516)
30
Mobile Nigeria
Gender
Mobile Phone Ownership, by Demos
73% 77%
69%
85%
69% 72%
31%
63%
81%
95%
0%
20%
40%
60%
80%
100%
All Male Female Big City Town Rural Noformal
Primary Secondary Post-secondary
Percentage in each group personally owning a mobile phone
Education Where lived in Nigeria
32
Activities Performed on Mobiles in Past Week
9%
15%
16%
20%
21%
25%
26%
32%
39%
78%
0% 20% 40% 60% 80% 100%
Rec'd info via SMS from news org.
Downloaded app
Download/View video
Sent photo
Accessed S/N site
Accessed Internet
Rec'd info via SMS from operator
Listened to radio
Sent SMS
Base: Mobile phone owners (n=2,193)
33
Mobile News: Accessible, Convenient, Fast
“It’s easy because there are some villages that do not have
electricity and they are far from where you can get a
newspaper — you can just use the phone.” (Zaria, female)
“Initially, I hated reading news or even listening to it,
especially reading newspapers, but now with my phone, I
find it very easy and most convenient.” (Kano, female)
“Like the issue of the plane crash, my friend told me on
Facebook…It could have taken me two to three hours
before the network news will carry it.” (Kano, male)
Source: 2012 focus groups with Hausa speaking mobile Web users (BBG/Gallup)
34
Social Networking and News Sharing
Social Networking in Past Week
9%
17%
20%
23%
0% 20% 40% 60% 80% 100%
2go
Social networking (any)
Base: All respondents (n=3,000)
36
Education Where lived in Nigeria
Social Networking, by Demos
42%
19% 14%
31% 28%
12%
4%
22%
62%
0%
20%
40%
60%
80%
100%
Big city Town Rural 15-24 25-34 35+ Noformal
Primary Secondary Post-secondary
Percentage in each group using social networking sites in past week
Age
37
Q. “How often do you discuss or share news with other people in your community?”
11%
25%
27%
35%
0% 20% 40% 60% 80% 100%
Rarely
At least monthly
At least weekly
Daily
Base: All respondents (n=3,000)
38
How do you share news?
6%
11%
14%
14%
16%
17%
22%
28%
58%
0% 20% 40% 60% 80% 100%
YouTube/Other
MMS
Blog
Posting comment
IM
FB/other
SMS
Base: All who share news daily (n=1,039)
39
Q. “If you saw an interesting event occur that you thought would be interesting for other people to learn about, how likely would you be to do each of the following…”
Base: All respondents (n=3,000)
40
15%
16%
21%
61%
32%
22%
19%
28%
0% 20% 40% 60% 80% 100%
Post on S/N site
Call media to tell them about it
Take picture & share media
Tell friends & family
Very likely
Somewhat likely
Q. “Which of these different sources did you use to follow the news about the government’s decision to remove fuel subsidies?
18%
19%
32%
56%
59%
72%
83%
48%
49%
64%
78%
70%
84%
85%
0% 20% 40% 60% 80% 100%
Social networks
Internet
Newspapers
National TV
National radio
Local TV
Local radio
Post Secondary All
Base: All who followed the news on this topic (n=2,496)
41
Conclusions
Digital media should be a part of any communications strategy
for Nigeria
Previously “underserved” groups entering the digital
mainstream fast
Internet outreach should be mobile-centric
Take advantage of penchant for information-sharing
…but don’t forget the continued primacy of broadcast media!
42
43
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